RASOULI SPINE

B2C • Medical

The Challenge
Dr. Alexandre Rasouli had built a reputation for being a sharp, innovative mind and practitioner in the field of spinal surgery. But that reputation was mostly local, and this Stanford grad (who built his first computer program at the age of five!) deeply desired to broaden his impact and make a name for himself, globally, in the spine tech community.

The Solution
We drafted a pivot strategy for Dr. Rasouli, which involved his exit from a group practice and the launch of his new self-branded practice, RasouliSpine. This involved brand management and press communications for both Dr. Rasouli’s personal brand and that of his new practice.

The Results
Ushering in a new era of spine surgery through Dr. Rasouli’s proprietary ‘Outpatient Revolution’, we evolved the way patients think about spinal health and confidently communicated that a restored quality of life is just a procedure away under Dr. Rasouli’s innovative, patient-centric care. From our brand development and marketing efforts, the practice has quadrupled in size, with patients traveling from all around the world to seek care under Dr. Rasouli and his team.

As Production/Managing Director, I led the following in service of our goal:
- Client Services & Account Management
- Market Research & Competitive Landscaping
- Brand Development & GTM Strategy
- Content Marketing (Social, SEO, Email Marketing)
- Content Creation (Managed, Cowrote & Copyedited)
- Web (Content Strategy, Design, Development)
- Performance Management (Analytics Tracking & Reporting, Optimization Strategy)
- Collateral Program (Stationery, Outdoor, Patient Handbook, etc.)